AMB Sports and Entertainment (AMBSE) has named Dietmar Exler as senior vice president and chief operating officer to oversee Mercedes-Benz Stadium (MBS) operations, including: fan experience, the award-winning food and beverage program, private events, the MBS tours business, as well as security and retail across the AMBSE portfolio.

“Dietmar brings tremendous operational experience and senior depth to our leadership team, and he will challenge us to consistently elevate and build upon our best-in-class fan experience” said AMB Group CEO, Steve Cannon. “He is an exceptional manager with diverse experience and a track record of success that will serve him well in this critical role for our organization.”

Exler most recently served as president and CEO of Mercedes-Benz USA having responsibility for sales and marketing for Mercedes-Benz Passenger Cars and the Smart brand in the United States, Canada, and Mexico where he led more than three thousand employees and four hundred dealers. Exler retired from Mercedes-Benz USA earlier this month and will begin his new role with AMBSE in July of this year reporting to Rich McKay, president of AMBSE.

AMBSE also made two additional senior leadership announcements:

Greg Beadles, who was serving a dual role of chief operating officer and interim chief financial officer will now serve in the permanent role of executive vice president and chief administrative and financial officer for AMBSE. Beadles will oversee finance, business strategy, information technology, data and analytics, as well as facilities and logistics for AMBSE.

A 25-year veteran with the Atlanta Falcons, Beadles has become a trusted executive leader within the organization and across the National Football League. Beadles has served in myriad positions in his multi-decade tenure, overseeing finance and business operations for the Atlanta Falcons, including the overall development and financing for Mercedes-Benz Stadium and negotiations with local, state and city officials He also played a pivotal role in developing and fine-tuning the award-winning food and beverage experience at MBS and the stadium-wide cashless initiative launched earlier this year. Beadles will report to AMBSE president Rich McKay.

“Greg is a trusted leader and advisor across the NFL and within our organization” said Cannon. “He embodies our core values and is a leader of our organizational culture and we are fortunate to have his knowledge, skills and ability to continue to influence innovation across the organization.”

Morgan Shaw Parker has been elevated to vice president and chief marketing officer for AMBSE overseeing all brand marketing, media group (brand communications, digital and social media) and creative design functions for the Atlanta Falcons and Mercedes-Benz Stadium.

Hired in 2016 as vice president, football communications, Shaw Parker also assumed leadership of digital and social media, as well as the brand strategy and creative design teams. Over the past three years, she has worked to fully integrate all brand marketing disciplines for the first time in team history. Under her leadership, the Falcons have earned two gold and one platinum AVA Digital Awards, two Webby Awards and 18 regional Emmy nominations. Shaw Parker will continue to report to Brett Jewkes, senior vice president and chief communications officer, AMB Group.

“Mercedes-Benz Stadium has been established as one of the best sports and entertainment facilities in the world, but we are not satisfied,” said Cannon. “We are putting stronger focus on building the brands of the Falcons and stadium to drive business growth, attract the best events and, most importantly, continue to elevate our fan engagement with both brands. Morgan’s experience and expertise have elevated our marketing disciplines across the board and we’re confident she and her team will take us to a whole new level in the years to come.”